This morning when I Googled โelevator pitch,โ I got 2.3 million hits.ย Iโm actually surprised it wasnโt more.
If there are more ubiquitous term in entrepreneurial playbook than โelevator pitch,โ there arenโt many.
And almost as ubiquitous as the words, are the places that an entrepreneur might be giving an elevator pitchโand just for the record, most of them are not an elevator.
The environment could be anywhere, a chance encounter or a shared conversation. It could be a planned presentation, a group discussion at a networking event, a reunion (school, family, or otherwise), or on an airplane or a bus. It could be with an investor or your Aunt Molly.
It could be on the phone where there are no body language clues, just tone and silence to go on. It mightย be two minutes in front of an angel group.
At Rev1 we hear dozens and dozens of elevator pitches every week. Some are good, some are great and some are just plain bad. Here are 3 tips to make yours outstanding.
Your Elevator Pitch is Your Audio Logo
In addition to being your audio logo, your pitch is a vital part of your brand.
It really does start with a line or two. You want to grab attention, educate quickly, and entice. Be excited (but not manic) about what you are saying all for the purpose of continuing the conversation. Balance being confident with being aware of your surroundings and the discussion that is already going on.
The worst possible approach is to try and convey a message without regard for how your audience is reacting. Weโre all been stuck in situations with a person who is going to say his or her spiel, regardless. Donโt be the one who makes people roll their eyes and inch away.
Instead, be the entrepreneur who focuses on your listenersโ needs and interestsโthe entrepreneur who gets people to ask questions.
Versatility Is The Key
Have two to three (or more) versions of your elevator pitch ready to roll, pitches that youโve practiced and are so comfortable with that you can make minor changes on the fly. Develop one main 20-30 second elevator pitch, and then other 30-second lines that you can use depending on whether you are talking to an investor, partner, customer, employee, the media, or some other audience.
The direction of your elevator pitch is consistentโwhat the company does, the problems your solution solves, but your message to each audience needs to use slightly different words so they can hear what they are listening for.
You want your listenerโs response to be, how can I learn more? And you want to be prepared with answers.
Be Reflective
After you pitch, take a few moments to be reflective. A good entrepreneur examines each โelevator pitchโ exchange, both during and after. Often entrepreneurs are so eager to get their message across that they donโt take the time to observe what they are saying and how itโs being received.
Decide in advance that you are going to evaluate yourself. If you have a partner or mentor observing, invite their feedback. We are seldom as honest with ourselves as we need to be.
One Thing To Remember
The main thing to remember about an elevator pitch is that you arenโt going to make a sale with it. No one is going to pull out a checkbook. A great elevator pitch simply opens a door to a conversation, and maybe the next meeting.
Two Quick Notes
If you want to improve your pitch even further, check out my eBook Pitch Your Best!, available on Amazon.
Subscribers to my newsletter will get a copy of the Pitch Your Best Quick Reference Guide this week.
Note: This post Originally appeared on the Rev1 Ventures Blog. When I left Rev1, attributions for my articles were changed to a current employee.
Photos Source: Original post
